The performance management team at a multi-billion dollar technology devices company wanted analysis of the company’s brand – but not to prospective customers but instead to prospective employees. When people were evaluating different places to work, the team wanted to understand the company’s value proposition to these people. The XN student was asked to compare the company’s brand and value proposition to industry competitors and come up with recommendations.
The final deliverable was a slide deck that the student presented to the performance management team; the student used five different criteria to analyze the company’s employee branding and compared the deck to five competitors. The slides included screenshots of the competitors’ website to highlight differences. For each criteria, the student gave a specific recommendation.
“It is a very good program. I received great support from the XN team as well as the sponsor. I appreciate this opportunity.”